I built and sold three companies in under 10 years for millions of dollars.

我在十年內創立並賣出三家公司，賺了數百萬美元。

They scaled so fast it felt like cheating. One of my latest companies, Martell Media, scaled to $2 million a month in under 18 months. And today, I

成長快得像在作弊。我其中一家公司 Martell Media 在十八個月內做到月收兩百萬美元。而今天，我

own Martell Ventures, a portfolio of companies that's on track to become worth $1 billion in less than 3 years.

擁有 Martell Ventures，一組公司組合，預計三年內價值達到十億美元。

I'm going to break down the strategies I use to get to this level of speed so you can apply them to your own business, even if you're starting from zero.

我會拆解我用的策略，讓你也用到自己事業上，就算從零開始也行。

Number one, focus on cash, not perfection. Stop trying to make everything perfect and just start selling. Everybody wants to start a business, but nobody wants to start

第一，專注現金流，不要追求完美。別再想把一切做到完美，先開始賣。大家都想創業，但沒人想先

selling. I always say the moment you sell something to a stranger is the moment you become an entrepreneur. So, the more money you can get in cash

賣。我常說：把東西賣給陌生人的那一刻，就是你成為創業者的那一刻。所以，你能拿到的現金越多，

upfront before you spend a lot of money to deliver what you sold, then the easier it is to grow your business because there is a massive difference

在花大錢交付之前就先拿到，事業就越容易成長，因為

between receivables or invoices and revenue versus cash. Cuz I can't pay people in invoices. I can't pay people with receivables. But to actually get people to give you their money, you need

應收帳款、發票、營收和現金差很多。我沒辦法用發票付人，沒辦法用應收付人。要讓人真的把錢給你，你需要

to present the right offer. Number two, make people feel dumb to say no. First off, you need to build a transformation focused offer, not a bunch of

拿出對的提案。第二，讓人覺得說不很蠢。首先，你要做的是以「轉變」為核心的提案，不是一堆

deliverables. Too often people are like, well, if you buy my thing, you get this, you get this, and you this them to death. People don't want a bunch of

交付清單。大家常說：買我的東西就得到這個、那個，一直列。大家要的不是一堆

features. What they want is their problem solved. They want to know that you understand them. And then you got to add urgency, scarcity, and risk

功能。他們要的是問題被解決。他們要覺得你懂他們。然後你要加入緊迫感、稀缺感和

reversal. If you don't put that into your offer, then people will sit back and wait or talk to their spouse or think about doing it in the future

風險逆轉。你沒把這些放進提案，大家就會往後坐、等等再說、跟另一半商量、以後再做。

because they don't believe that they'll actually do the work. By telling people you only work with certain types of clients, it creates a scarce resource

因為他們不信自己會真的去做。告訴大家你只跟某類客戶合作，就創造稀缺：

that only certain people that are approved can actually buy. Or urgency by saying that you are a small team and you like to be very personalized and

只有通過的人才能買。或用緊迫感：你是小團隊、很客製化，

customized that you can't do it for everybody, so you only take on a handful of clients per month. or the risk reversal, saying if you don't achieve a

沒辦法服務所有人，所以一個月只接少量客戶。或風險逆轉：若沒達到

certain outcome, then we'll give you a full refund. Now, that might sound scary to you. But you can also say it's on the back end of you agreeing to doing all

某個結果就全額退費。聽起來可能很嚇人。但你可以說：前提是你同意做到

these things that you know it would be ridiculous for them not to get a result if they followed all those things. And the reason why this kind of offer will

這些事，他們若都做了還沒結果就太荒謬了。這種提案會

feel like you're cheating is because better offers equals higher close rates in premium pricing. All right, so you did all that, you've got your offer

讓你覺得像在作弊，是因為更好的提案等於更高的成交率與定價。好，你都做了、提案也定了，

down, now let's make sure people actually see it. Number three, build a marketing system, not a marketing plan.

接下來要讓人真的看到。第三，建立行銷「系統」，不是行銷「計畫」。

You know what I've learned with most entrepreneurs is they feel guilty if the machine is working. To feel less guilty about growth, you need to build a system

我發現多數創業者會覺得機器在跑就有罪惡感。要減輕這種罪惡感，你要建的是系統

that creates predictability in the business. And if you do it right, it will feel like cheating. And I need you to stop yourself from throwing a hand

讓事業有可預測性。做對了就會像在作弊。我要你別再

grenade in the business and blowing the whole thing up because it's actually working. To build the marketing system, you need to build the system. And most

往事業裡丟手榴彈、把整件事炸掉，就因為它其實在運作。要建行銷系統，就要先建系統。多數人

people over complicate it. So, I'm going to break it down. So first thing we have to start with the camcorder method. If you're doing something to generate

把它搞得太複雜。所以我來拆解。第一步是用「攝影機法」：你在做會

leads, you have to record yourself doing that activity. So that way you have a training video and you can have multiple videos of you doing the activity that

產生名單的事，就要錄下自己做那件事。這樣你就有教學影片，也能有多支你在做那件

generates those leads as an example.

會產生名單的活動的影片當範例。

Then we want to create the course. We want to document the steps that we outline in those videos so that somebody can come in and follow one 2 3 and

接著要做課程。把影片裡講的步驟寫成文件，讓人可以進來按一二三

create predictability. Next we want to focus on the cadence. What's the schedule? What do they do on Monday, Tuesday, Wednesday, Thursday, Friday? If it's marketing, if it's sales, you have

做出可預測性。再來是節奏：排程是什麼？週一三五做什麼？行銷、業務都要

to document the cadence and set up the schedule so somebody can create a system of predictability. Finally, we want to generate the checklist, the seven to 10

把節奏和排程寫下來，讓人能建出可預測的系統。最後是清單：每天七到十件

things in their day that if they do every day, they will generate the result that you want for you and the business.

事，每天做就會產出你要的結果。

And if you build this out, you'll create a marketing system, not just a marketing plan, that generates predictable leads.

把這套建出來，你就有一個會產生可預測名單的行銷系統，不只是計畫。

And predictable leads generates predictable cash flow that allows you to scale your business. So now that leads are flowing in, now it's time to make

可預測名單帶來可預測現金流，事業才能放大。名單開始進來之後，就要

space to close them. Number four, audit your day. It's interesting cuz people read my book and they still get it wrong. I had a CEO of one of my

騰出空間來成交。第四，審計你的一天。很多人讀了我的書還是搞錯。我投資組合裡一家公司的 CEO

portfolio companies at Martell Ventures who realized he was spending 4 hours a day on admin and customer support. And I sat down with them and I was like,

發現自己每天花四小時在行政和客服。我坐下來跟他說：

"Okay, you could be doing sales that's going to generate cash when if I look at your buyback rate. I know what you're taking as a salary. I know the

「好，你本可以做會產生現金的銷售。看你的買回率，我知道你領多少薪水、

opportunity ahead of you. You're not making efficient trades. If your goal is to make a million dollars a year, anything that isn't a $500 an hour

前面有多大機會。你沒有在做有效交換。若目標是一年賺一百萬，任何不是每小時五百美元的

activity is costing you the difference because there's 2,000 hours of work an average person does. And at $500 an hour of income, that's your million dollar a

活動都在耗掉差額，因為一般人一年大概兩千工時。每小時五百美元收入，就是一百萬

year. See, most people just spend all their time doing $10 tasks and wonder why they haven't built a million dollar business. Here's how you get

一年。多數人把時間都花在十美元的任務上，然後納悶為什麼沒做出百萬事業。要變

ridiculously efficient with trading your time for money. First off, you need to track your time. So, I do a two week audit of everything I've done for the

得荒謬地有效率，就要先追蹤時間。我每兩週審計一次過去兩週做的每件事。

last two weeks going off every 15 minutes. There's a timer. Ding ding ding. It goes off. You write it down.

每十五分鐘響一次，叮叮叮，你就記下來。

That way there's no If you spent 3 hours scrolling TikTok, I want you to write it down. Then I want you to go through and I want you to highlight

這樣就沒有藉口。若你滑 TikTok 三小時，就寫下來。然後通通看一遍，用

in red anything that sucks your energy.

紅筆標出所有耗你能量的東西。

Then we got to figure out what your time is worth. Because if you're going to trade your time and pay some money for somebody else to help you out, it's got

接著要算出你的時間值多少。因為若你要用時間換錢、花錢請人幫忙，

to be a good trade. So, you take the amount of money you make in a year, divide it by 2,000, take that, divide it by four, that's your buyback rate. If

就要是劃算的交換。所以用你一年賺的錢除以兩千，再除以四，就是你的買回率。若

you're not happy with that number because it's less than five bucks, it just is what it is. Charge more for what you sell or figure out way to become

你不滿意因為不到五塊，那就接受。要不就提高售價，要不就想辦法讓自己

more valuable. The more you buy back your time and reinvest it in things that help you sell more or generate more leads will equal more money in that will

更有價值。你越把時間買回來、投在能多賣或多產生名單的事上，就等於越多錢，

help you scale faster that will feel like cheating. But freeing up your time is only part of it. Next, you got to learn how to schedule it. Number five,

事業放大越快，就像在作弊。但騰出時間只是一部分，接下來要學會怎麼排。第五，

rebuild your calendar. Now that you've bought back your time, I need you to reinvest that time in things that are going to make you money. Too often,

重建你的行事曆。既然你已經買回時間，我要你把時間再投資在會幫你賺錢的事上。太多人

entrepreneurs wake up at the beginning of the week and they're like, "I hope I grow." It's not in your calendar. If you have a problem, put it in there,

週初起床想「希望會成長」。沒在行事曆上就不算數。有問題就排進去，

schedule it, focus on it. Here's what I mean. Block 10 to 15 hours a week focusing on high revenue activities, things like sales calls, generating

排程、專注。我的意思是：每週保留十到十五小時做高營收活動，像是銷售電話、

leads. There's probably things in your business that are broken that you don't know are broken because you haven't put the time to actually improve it. To take

開發名單。你事業裡很可能有壞掉的地方你不知道，因為你沒花時間去改。要

this to the next level, here's the number one hack. You have to schedule for energy flows. For example, if you know that your best time to do any kind

再上一層，就用這一招：按精力排程。例如你知道你做各種事最好的時間在哪，

of creative writing is first thing in the morning, do it first thing in the morning. So, now that your time is protected, let's make sure that your

創意寫作最好的時間是早上，就早上做。既然時間被保護了，要確保你的

systems don't break. Number six, delete the freaking bottlenecks. So, Elon Musk has this rule. If he's getting a meeting to solve problems, there's 25 people in

系統別壞掉。第六，清掉該死的瓶頸。Elon Musk 有條規則：開會解決問題時，若有人說有個限制、那人卻不在會上，在場有二十五人。

the meeting and somebody says there's a constraint and that person's not in the meeting, guess what? Somebody call that person. He will fly people in all around

猜怎麼著？叫人來。他會把所有人找來開同一場會，

to be in one meeting so that if the bottleneck exists and it needs to be solved, the person is in the meeting who can solve the problem. If it's not,

這樣瓶頸若存在、要解決，能解決的人就在會上。若不在，

everybody get back to work. So, for example, if I've got a plant that makes cars, and it takes three parts to make a car, the tires, the engine, and the

大家就回去工作。例如：假設有個廠做車，需要三樣零件：輪胎、引擎、

chassis, and I can make four tires per day, which I need for one car, and then I can make 10 engines per day, and I can

底盤。我一天能做四個輪胎（一臺車要四個）、十顆引擎，還能

make a 100 chassis. How many cars per day can I make in that plant? One, because my number one constraint are those four tires. So, any time, energy,

做一百個底盤。那廠一天能產幾臺車？一臺，因為我的頭號限制是那四個輪胎。所以任何時間、精力、

resources, anything other than increasing my ability to make freaking tires is not a good use of the time. And that is what you need to focus on. So

資源，只要不是用在提高做輪胎的能力，都是在浪費時間。那才是你要專注的。所以

the way I fix constraints in my teams is using a very simple but incredibly powerful tool called 50 to fix it. So essentially any person that sees a

我團隊裡解決限制的方式，是用一個很簡單但超有力的工具：50 元解決法。基本上任何人看到

bottleneck, a constraint in the business, if they can solve the problem for less than $50, they're allowed to spend that money. They can expense it.

瓶頸、事業裡的限制，若能用不到五十塊解決，就可以花那筆錢、報帳。

Nobody asks questions. The only ask is that they tell their leader or manager after the fact. I go 50 for individual contributors, $500 for leaders, 5,000

沒人會問。唯一要求是事後告訴主管。個人貢獻者五十、主管五百、經理五千、

for managers, and 50,000 for seale people. That way the throughput is always increasing and bottlenecks are getting unblocked and the business is making more cash that will lead to

高層五萬。這樣產出會一直提高、瓶頸被解開、事業賺更多現金，就會

scaling and make you feel like you're cheating. With speed fix, now it's time to scale yourself. Number seven, replace yourself. The best way is having

放大、讓你覺得像在作弊。速度搞定後，接下來要取代你自己。第七，取代自己。最好的方式是請

executive assistant. And there's two things they have to focus on your email and your calendar. Cuz your email is nothing but a public to-do list on your

執行助理，專注兩件事：你的 email 和行事曆。你的 email 其實就是你的待辦清單。

time. And your calendar does not need you to be there if you create a system for them to interact with. so that you can focus your actual time on things

行事曆若你建好系統讓他們互動，不必你本人在場。這樣你才能把時間用在

that make you money to grow. The coolest part about this process is that you start to buy back 10 15 hours a week to reinvest it in things like sales and

會幫你賺錢、成長的事上。最棒的是你會每週買回十到十五小時，再投資在銷售、

growth and partnerships. And that's how you scale the business in a way that's going to leave you feeling like you're freaking cheating. Now, if you want my

成長、合作上。事業就是這樣放大，讓你覺得像在作弊。若你要我

complete playbook for how I interact with my executive assistant, it's like 42 pages. Just go to Instagram, find me, Dan Martell 2 Elsa Martell, follow me,

和執行助理合作的完整手冊，大概四十二頁。去 Instagram 找我 Dan Martell，追蹤我，

and then message me the word EA YouTube.

然後私訊「EA YouTube」。

then I'll know you came from here and I will send you the direct link, no opt-in for my complete playbook on how I work with my executive assistant to get back

我就知道你是從這裡來的，會直接給你連結、不用訂閱，就能拿到我和執行助理合作、每週拿回

30 or 40 hours a week. Now that you're not the bottleneck, it's time to increase your ability to hire better.

三十到四十小時的完整手冊。既然你不是瓶頸了，接下來要提高招聘能力。

Number eight, increase talent velocity.

第八，提高人才速度。

Every business comes down to two key funnels. One is the customer funnel. How do I get customers? How do they buy all the things we just talked about? The

每件事業都有兩個漏鬥：客戶漏鬥——怎麼獲客、怎麼買我們剛講的那些。

second part is the talent funnel. How do we attract, retain, and develop top talent? If you have a bunch of customers, you have the right people to

第二是人才漏鬥：怎麼吸引、留住、發展頂尖人才？若你有一批客戶、又有對的人

deliver for those customers, then the business will easily scale on its own and you'll feel so guilty that it's just working. So, the easiest way to do this

服務他們，事業自然會放大，你會罪惡感到覺得「就這樣在跑」。做法是：

is in 12 months as my revenue grows, whatever that target is, I want you to design what the organizational team is going to look like at that size. That's

以十二個月為期、營收成長到某目標時，先設計那規模的組織長什麼樣。那會

going to give you the gap. Then you create a people plan, which is essentially all the people you got to hire that aren't on the team right now,

讓你看見缺口。然後做人才計畫：要聘哪些人、現在團隊還沒有，

and sequencing it based on dollar spent that's going to get you your time back the fastest. That's going to allow them to go make money for you to reinvest in

按「花多少錢能最快買回你時間」來排序。這樣他們才能幫你賺錢、你再投資，

things that make you money so you can scale easier. If you do this right, you build the people and the people scale the business and that's why you'll be

投在會讓你賺錢、事業更好放大的事上。做對了，人建起來、人會把事業放大，所以你會

able to grow the business in a way that feels like cheating. Now that you've hired help, it's time to focus on building their knowledge. Number nine,

能讓事業成長得像在作弊。既然你請了幫手，接下來要建立他們的知識。第九，

pay for the blueprint. You know what money likes? Money likes speed. If you want to generate $83,000 a month in your marketing agency, you better learn from

付費買藍圖。錢喜歡什麼？錢喜歡速度。若你想讓行銷公司月入八萬三，最好跟

somebody else who's done it or it's just going to take you a decade. How do I know this? I was that guy. I went years

做過的人學，否則要搞十年。我怎麼知道？我就是那種人，搞了

trying to figure out cuz that's what I thought I had to do. Learn every part of the business. Instead, I finally hired a coach. And that one coach made me

好幾年自己摸索，以為非得如此。後來請了教練，一個教練讓我在

$960,000 in the first 12 months. Why did I wait so long? Because I was scared. I was scared that I was going to waste my

頭十二個月賺了九十六萬。為什麼等那麼久？因為怕。怕

money paying for somebody who's going to give me a blueprint that wasn't going to work for me. That was the problem for me to solve. And that's what you need to do

花錢請人給的藍圖對我不適用。那是我要解決的問題。你自己也要

yourself. When I invest in my people, I focus on three things. One, the coaching. Who is going to be their coach? Well, people say, "What if I

做。我投資團隊時專注三件事：教練——誰來帶他們？大家會說：「我投資教練把他們帶起來，結果他們跑了怎麼辦？」

invest in coaching and I train them up and then all of a sudden they leave?" What if you don't and they stay? Like, do you see how silly that is? What are

「你不投資他們留下來怎麼辦？」有沒有很荒謬？他們需要什麼

the tools they need? Who are the other people on your team from a talent point of view to support that person? the more you can invest in coaching tools and

工具？團隊裡還有誰從人才角度支持他？你越投資教練、工具、

talent to grow you, you will have more resources to invest in the business. I mean, just ask yourself this simple question. What would the 10x version of

人才來成長自己，就越有資源投在事業上。問自己：十倍版的

you do today? Because if you were already the person you needed to be today to win, you would be winning. If you're not where you want to be, it

你今天會做什麼？若你已經是今天要贏需要成為的那個人，你早贏了。若你還沒到想成為的樣子，

means there's parts missing that you got to go buy. Paying for the blueprints is the fastest way to scale. So, now you're moving fast. Awesome. But are your

就代表有缺塊要去買。付費買藍圖是放大最快的方式。你現在動很快了，但客戶有留下來嗎？

clients sticking around? Number 10, resolve your retention. There's nothing worse than building a business that has a bucket where all the customers come in and there's a big hole at the bottom.

第十，解決留存。最糟的就是做了一個桶子，客戶一直進來、底下一個大洞一直漏。

So, you spend all this money and time and energy trying to get a bunch of people in your business to just have them slip out the bottom of the funnel

你花一堆錢和時間拉人進來，結果他們從漏鬥底下

because you've not designed a way to keep them around. I had a client of mine once where he had this big churn problem. He's losing 10% of his

溜走，因為你沒設計把他們留下來。我有個客戶流失很嚴重，每月掉一成。

customers every month. If you're losing 10% every month, it means every 10 months you lose 100% of all your customers. All we did is ask ourselves,

每月掉一成，十個月就掉光全部客戶。我們只問：

how can you get a quick win for your customers as soon as they join? So, we created a list of 12 different quick wins that they could do with that client

客戶一加入，怎麼馬上給他們一次小勝利？就做了十二個小勝利清單給他們用在那客戶上，

to get them a result that would make them feel silly for quitting because of the results they got in the first 7 days. We implemented that. All of a

讓客戶在頭七天就有結果、會覺得離開很蠢。實施後

sudden, churn goes down to 3% a month, meaning that the customer is worth four times more to them over the long term, which also meant they could spend more

流失一下降到每月 3%，代表客戶長期價值變四倍，也代表可以花更多錢獲客。

money to acquire them. That is the game changer when we fix retention. to do this for yourself. Ask yourself, what's the fast win you can get a client as

留存一修好就是 game changer。問自己：客戶一加入，你能多快給他們一次小勝利？

soon as they join? I'm talking 48 hours.

我說四十八小時。

If you can get them to make their whole investment in working with you in the first 48 hours, they're going to talk about you to every one of their friends.

若能在頭四十八小時就讓他們把跟你合作的投資做下去，他們會跟每個朋友講你。

Then you want to add strategic upsells, referrals, or other ways you can create value for your business. Maybe it's case studies, testimonials, have them on your

然後加策略性加購、轉介紹，或用其他方式為事業創造價值，例如案例、推薦、上你播客。

podcast. And then we want to track the churn weekly because we don't want to ignore it. If we fix it by getting referrals and upsell to get them to buy

然後每週追蹤流失，別忽略。用轉介紹和加購讓他們多買你有的事，就要

more things that you have, then you got to make sure that you monitor it so that if it goes bad again, you can fix it.

監控，壞了才能修。

See, it's not something you can just set it and forget it. You have to monitor it like anything that's important. And when you have better retentions, you'll have

不能設好就忘。重要的事都要監控。留存越好，客戶終身價值越高，

higher lifetime value of a customer, which means you're going to have better margins, which means you have more resources to scale faster in a way that

利潤越好、資源越多，放大越快，

absolutely feels like cheating. Now that you got results, now it's time to multiply them. Number 11, scale sales without scaling you. I remember the first time I hired this guy named

絕對像在作弊。有結果了，接下來要複製。第十一，放大銷售但不放大你。我記得第一次請這個叫

Michael to be my sales guy. And he was selling my coaching program. And that was a weird idea to have somebody else sell me on my behalf and me not talk to

Michael 的人當銷售。他賣我的教練課。讓別人代表我去賣、我不跟客戶談，當時覺得很怪。

them. First call he had, Dan, I got somebody to buy. How? He's like, "Dude, I think they bought because you demonstrated by having me sell you that

第一通電話他就賣出一單。他說：他們買是因為你示範了「讓我來賣你，就等於」

you can teach them how to do it for them." And it was crazy for me to believe this because up to that point, sure, I'd built companies that sold

你可以教他們怎麼幫自己做」。我當時很難相信，因為之前我建過賣

products, but I hadn't had a sales team that sold me. And I had a belief that nobody else could sell like me. And it turns out that's not true. And if you

產品的公司，但沒有一個賣「我」的銷售團隊。我以為沒人賣得像我。結果不是。若你

have that belief, it's the reason it's going to hold you back. And we need to learn how to multiply you. So here's how we do this where you feel like it's

也有這種信念，那就是卡住你的原因。要學會複製你。所以這樣做，讓你覺得

going to work and it's not going to go sideways really quickly. First thing is we got to scale your sales calls and objections. Everything that you know

會成、不會很快搞砸。第一件事是把銷售電話和異議複製化。你知道大家會提的每件事，

people are going to bring up, you have to script it. They're called talk tracks. And you put it in a document.

都要寫成稿，叫 talk tracks，放進文件。

And you got to be very detailed. If there's six parts of your sales process or nine parts to your sales process, write it in. add talk tracks and

要很細。銷售流程有六步或九步就寫進去。加上 talk tracks 和

questions to guide the buyer to make the decision to buy your product. Then we do my favorite thing which is record winning calls, winning sales call,

問題引導買家決定買你的產品。然後做我最愛的：錄下贏的電話、贏的銷售對話、

winning chats, it doesn't matter to train the new salespeople because if they see what winning looks like and they pattern match that, then they're just going to have some good best

贏的聊天，用來訓練新銷售。他們看到贏長什麼樣、照著做，就會從第一天就有好

practices from day one that they just follow to get the same results that the person who won on the call got for themselves. Then we want to hire

做法，照做就能得到電話裡贏的那個人得到的結果。然後要聘

salespeople that are commissionbased.

按業績抽成的銷售。